zig Portrays Competition of RAWF with Extreme Sport Themes

zig has developed a new advertising campaign for the much-loved 84-year-old Royal Agricultural Winter Fair. "Working with zig this year has pushed us to produce a campaign that is really going to break through. We believe the campaign truly delivers on the relevance, excitement and bigness of The Royal", says Bonnie Mactavish, Manager Marketing & Communications at the Fair.

The campaign uses the conventions of extreme sports to convey the intensity and excitement of the Royal. It promises that this year's Fair, to be held in Toronto November 3rd through 12th, will bring together "the biggest, the best and the countriest" from farms across Canada.

"Traditionally, the Royal has conjured nostalgic images of our pastoral past," said Andy Macaulay, President, zig. "That's quaint but not very exciting. We decided to focus on the intense competition of the Royal – because it is truly the Olympics of Agriculture."

Mactavish added, "The Royal is exciting and entertaining – and a once a year opportunity to see and experience the biggest, the best, the fastest from farms and rural communities across the country – all under one roof. This campaign captures that."

The campaign launched in travel and agriculture magazines. Newspaper, outdoor posters and wild postings will follow. The ads call out the best of the best at the Fair, including show-jumping horses, rodeo performers and prize-winning cattle.

The campaign continues in TV and radio, delivering the excitement of extreme sports broadcasts. The TV reveals what it takes to be a prize-winning, one-tonne pumpkin. The spot, 'C'mon Pumpkin', shows a farmer coaching his little pumpkin to greatness to compete at the Royal Agricultural Winter Fair.

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